A Heysham based fashion brand and clothing designer has reached the finals of a major international competition.
Live Young Play Hard (LYPH) is in the final 10 brands of the competition run by the world’s biggest fashion distributor ASOS, and will feature on upcoming Channel 4 programmes prior to the winner being announced on May 7.
LYPH is owned and run by Heysham based fashion designer Freddy Edmondson, who has previously worked for the likes of Paul Smith, All Saints and Tommy Hilfiger living in Tokyo, London, New York and Amsterdam.
With his wife Jemma, he creates “avant garde” designs including jackets, tops and trousers with modular pockets that can be removed and added to other items.
Freddy, 33, attended The University of Central Lancashire (UCLan) in Preston, and took a gap year to go and work with high-street retailer Top Man.
He said he never looked back, and soon after went on to work with some of the world’s leading fashion brands.
Two years ago, the couple came up with LYPH, aiming to create an avante garde clothing company in the north-west of England.
Freddy said: “I wanted to start my own label and bring something back to Morecambe and Lancaster.
“Something that we can try to create for locals as well.
“I want to help bring employment to the area, something for young creatives to be involved in.
“Currently we stock in 20 of the best shops in the world.”
Freddy said winning the competition would be a major boost for his company.
He added: “As the biggest selling platform in the world ASOS will transform the brand and excel us into many shops and onto many different platforms internally.
“The prize is in its second year and is thought of as one of the most prestigious fashion comps in the UK.
“To be in the top 10 out of 2,000 brands that entered is a massive achievement in its self; but we want to take it all the way and need to get Lancaster and Morecambe behind us on this one. Please vote for us.”
The company sources material from Japan and has done collaborations with other designers globally.
He added that the brand is particularly popular in Russia, Japan and the UK.
Winning the competition will mean LYPH will be stocked on ASOS for at least two seasons, receive a £50,000 investment and get one-on-one mentoring from industry experts.
You can vote for LYPH HERE